Question

Topic: Taglines/Names

Punchline For Consulting Company

Posted by Anonymous on 3/22/2010 at 11:35 AM ET 250 Points
We run a technology Consulting company and our business is ready to change gears from serving small businesses to large organizations. We are searching for an impressive punch line which reflects. I have clear idea about the message but would like put it in few attractive words.

" Where sharp minds mould the technology to benefit your business and use it to the fullest of it's capacity. We will help you recognize the underutilized resources and help you use them at it's maximum capacity"

I want to highlight that our main USP is sharp minds (Best in the Industry) and their craftsmanship of technology.
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RESPONSES

  • Posted by michael on 3/22/2010 at 12:39 PM Accepted
    Ouch!

    All that may be true but stating it will not make it true in the mind of your prospect.

    You're better off with something like

    "Technology: We live this stuff"
    "Technology: The air we breathe"

    Michael
  • Posted on 3/22/2010 at 12:42 PM Accepted
    "Sharpest minds in the industry" is a nice set of words, but can you really support that claim? How do you demonstrate, or payoff, that promise?

    Your clients -- especially the larger companies -- might like to think that THEY have the sharpest minds, and your claim could seem like you're saying, "We're smarter than you are."

    Now, having said that, there may still be a way to turn the idea of "really smart people addressing your issues" into a BENEFIT for the client. What's the ultimate payoff? What will a client FEEL (emotionally) if/when you work with them? Will your smarts "rub off" on them? Will you solve problems nobody else can solve? Will you make/save them money? Are you prepared to guarantee that?

    Before we charge off and find ways to say "We're the smartest dudes around," we need to understand the SUBSTANCE of your positioning -- the unique and important BENEFIT that a client will realize when he/she hires you.

    Push yourselves to tackle this challenge. It's going to be central to your positioning and marketing -- and it will point us to the right place to create a working punchline for you.

    P.S. We should probably know the NAME of your company too. We wouldn't want to repeat anything from the name in your tagline. And where are your prospective clients? It might be good to be specific about who you serve.
  • Posted on 3/22/2010 at 12:47 PM Moderator
    P.S. FWIW, we have found that "smart" isn't a benefit in clients' minds. We are smart, but so are the clients.

    What clients want is someone who can solve their problem. They'd take someone not-so-smart if they could get the job done quickly and efficiently.

    If your folks really are smarter than most, let that show through in the work you do, not in your claimed point-of-difference. And, from where I sit, I'd rather have relevant experience and a solid track record of success. (Not that smart is bad, but let's keep things in perspective.)
  • Posted by Jay Hamilton-Roth on 3/22/2010 at 1:28 PM Accepted
    As Michael mentions, smart isn't a benefit. How about telling the clients how much money/time/personnel you've saved to-date? Or, how about a 100% on-time guarantee? Tell the client WHAT the technology can do for them, not how clever the technology is.
  • Posted on 3/22/2010 at 1:34 PM Accepted
    Ditto to what Michael said.

    What are the biggest problems computer users (in companies big or small) have? You need a punchline with a built-in benefit that addresses those concerns.

    "Better technology, less hassle."


    Jodi
  • Posted on 3/22/2010 at 4:12 PM Author
    Agreed ! 100 % " Thank God I am discussing this with you guys before actually trying it out in the market.

    Rather than making it HeadLine we will have to display that character in our dealings.

    What I meant by sharp minds is that our staff knows the product inside out and wanted our prospects to know that; since we know the product we will have quick solutions to their problems.

    We work on Information Storage and Database solutions focusing on Disaster Recovery and High Availability Systems solutions.

    What we can certainly demonstrate is our team is agile and fast to respond and provide solutions. We Provide most cost effective Solutions. We can beat the any of our competitor's offer in our region .

  • Posted on 3/22/2010 at 4:18 PM Author
    DSX - Design and Solutions Experts is name of the Company.
  • Posted on 3/22/2010 at 7:32 PM Moderator
    I guess we don't have to worry about repeating anything from your name in the tagline! DSX doesn't exactly conjure up many mental images ... unless it's alphabet soup!
  • Posted by rjohnni on 3/23/2010 at 9:23 AM Accepted
    Brings it down to some basic premises,



    SHARP>TECHNOLOGY>MINDS



    ThnQ,

    RJ
  • Posted by Chris Blackman on 3/28/2010 at 6:53 AM Accepted
    Isn't Sharp already a rather well known Japanese brand of electronics?

    Even if it were perceived as a benefit in the consumer's mind, how could you ever hope to own the word?

    And as to the efficacy or otherwise of your minds, that's the tool, rather than the result. Avoid.

    I prefer Jkaplan's approach:

    e.g. Technology? Problem Solved.

    or: Technology problems solved.

    Technology = where their pain is.
    Problem = what they have, but don't want.
    Solved = what they DO want.

    Stay away from "Solutions". Everybody is selling those - it's an overused word.

    Cheers

    ChrisB

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